Fashion Buzz: Hyunjin Joins Guess, Thom Browne Collaborates with Asics, and More
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Big campaigns, new ambassadors, and unexpected collaborations are shaping this month’s headlines. From Guess tapping Hyunjin to Burberry putting the spotlight back on its iconic trench, here’s all the fashion news you need to know now.
Hyunjin Becomes the New Face of Guess
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Hyunjin has been named Guess’s latest global ambassador, bringing his magnetic presence to the iconic American denim brand. “Beyond performance, Hyunjin is a creative force spanning music, dance, and visual art,” says Paul Marciano, Co-Founder and Chief Creative Officer of Guess. “His sense of style, confidence, and global influence make him an amazing addition to the Guess family.” To mark the appointment, the Stray Kids member stars in a worldwide campaign that reimagines ‘Modern Heritage’, showcasing classic denim shirts, straight-fit jeans, striped tees, and cargo pants with a contemporary edge.
Burberry Celebrates 170 Years Through Its Iconic Trench
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For its 170th anniversary, Burberry revisits the trench coat, a piece that bridges the brand’s rich heritage with modern style. The Trench, Portraits of an Icon campaign brings together 23 global stars—including Jonathan Bailey, Kendall Jenner, Bright, Teyana Taylor, and Wu Lei—each giving the classic silhouette their own personal twist. Alongside the campaign, Burberry expands its Heritage Collection, featuring beloved classics like the Kensington, Waterloo, and Chelsea trenches, as well as the Camden car coat and the brand-new Mayfair trench jacket.
Thom Browne Updates the Gel-Kayano™ 14
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Following its AW26 San Francisco show, Thom Browne unveiled its highly anticipated collaboration with Asics, reimagining the Gel-Kayano™ 14 through the lens of luxury and tailoring precision. The grey and black editions arrive in rich suede, while the white version comes in sleek leather, merging elegance with sport-ready functionality. Signature Browne details are everywhere, from piping that nods to the label’s tailoring roots to a subtle cross-stitch inspired by the iconic paper tag. Updated insoles feature university stripes alongside dual branding, with red, white, and blue accents on black and white pairs, and grey and white on the grey edition.
Robyn Embodies Fluid Identity in Acne Studios SS26
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Acne Studios turns heads this season with Robyn as its muse, exploring the tension between tradition and rebellion. The campaign nods to the subversive portraiture of the 1970s and 1980s while echoing themes from Robyn’s highly anticipated album Sexistential. The SS26 collection blurs gender lines and celebrates ever-shifting identity, featuring cotton-poplin uniform shirts, signature denim, and leather-tasselled Camero bags.
Coach Brings Gen Z Stories to Life
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Coach celebrates the creativity and voices of Gen Z worldwide with its Spring 2026 campaign, Explore Your Story. The campaign puts the iconic Tabby bag front and centre, complemented by a playful collection of book charms. Two campaign films bring the collection to life, starring Elle Fanning, Storm Reid, Soyeon, Lilas, Paige Bueckers, and Shan Yichun. Beyond the screen, the Coach Tabby Tour: Explore Your Story Edition will travel to college campuses across America, Asia, and beyond, giving students a vibrant space to connect, share stories, and dive into creative programming inspired by the campaign.
Gentle Monster Brings Speed to Eyewear
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Ahead of the Formula 1 season, Gentle Monster launched the Circuit collection, a high-octane collection capturing the thrill of racing. The line includes eight eyewear styles made from durable yet lightweight materials, with three playful designs inspired by Disney’s Mickey and Friends. Statement frames draw inspiration from racing car aerodynamics, while wrap-around shapes combine activewear energy with futuristic flair, offering a fresh take on sporty eyewear for today’s wardrobe.
Emma Raducanu Joins Uniqlo as Global Ambassador
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Uniqlo has tapped Emma Raducanu as its latest global ambassador. The British tennis star will wear the brand’s collections at tournaments worldwide, starting with the Indian Wells Open in the US. Off court, she will champion Uniqlo’s LifeWear philosophy and support initiatives such as the Next Generation Development Program for young tennis talent, alongside community projects including Uniqlo Peace for All and The Health of Lifewear.
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